Woolworths Australia adds rewards card to Apple Wallet app

Australian grocer Woolworths this month became the first retailer in the country to link its rewards card with Apple Wallet, allowing customers to load and redeem points and discounts via the digital wallet system.

Like other Apple Wallet integrations, Woolworths rewards members can open the Wallet app and scan their physical card or visit a dedicated webpage, login and tap "Add to Apple Wallet." Users' cards are then provisioned for use at checkout, where customers can earn points or used gained rewards.

AppleInsider received word of the Woolworths reward card activation earlier this month, though the rollout appeared to be an early pilot. The integration is now being publicized on Woolworths' website, as well as Apple's own Apple Pay webpage for the Australian market.

Woolworths reward cards support location-based activation, automatic updates and point management functions. For example, users need only tap their iPhone to a POS terminal while holding Touch ID to access the digital card.

According to The Australian Financial Review, which reported on the reward card integration last month, Woolworths owns the largest loyalty program in the country, with some 10 million members. That volume is expected to drive adoption of Apple's Wallet feature.

The report suggests Woolworths could expand its partnership with Apple to incorporate branded credit cards for Apple Pay, further extending the fledgling payment solution's international reach.

To promote its new partnership with Apple, Woolworths is offering registered rewards program members an extra 500 points for adding their card to Apple Wallet and spending $0.05 or more in one transaction. The offer ends on Nov. 30.